One of the nation's largest supermarket chains said it will launch its own apparel brand in the fall of 2018.
The brand will first come to Fred Meyer and Kroger Marketplace stores which adds up to 300 locations nationwide.
Kroger announced this as it fights back against Amazon's Whole Foods stores.
The store is describing the clothing line as "modern, playful and simple" for children, teenagers and adults.
The primary focus will be on activewear for those age groups.
Kroger is hopeful this will drive more shoppers to its locations as competition continues to ramp up among other supermarkets.
A few Kroger Marketplace locations are situated here in Knoxville.
